Annuitas, a leading B2B demand generation firm based in Atlanta, announced that its Founder & CEO Carlos Hidalgo (pictured here) will leave the company at the end of February. Adam Needles, Chief Strategy Officer at Annuitas, will succeed Hidalgo as the company’s new CEO. Hidalgo will continue to serve as a member on the company’s Board of Directors.
Hidalgo founded Annuitas in August 2005. Prior to launching the company, Hidalgo held senior-level marketing positions at companies such as BMC Software and McAfee.
“I am thankful for the opportunity I had over this last decade at Annuitas and see nothing but a bright future for them as they continue their success,” Hidalgo said in a blog post detailing the announcement. “However, I am more excited about the future that lies ahead for me, the decision I have made and the work I will be able to do going forward.”
Needles succeeds Hidalgo after serving as the company’s Chief Strategy Officer for the past four years. He is tasked with continuing the company’s growth, while also bringing a “focus to the fundamentals,” Needles said. He is credited as the architect of the company’s core Demand Process methodology, which helps clients build buyer-driven demand gen programs and transform their lead-to-revenue processes.
Prior to joining Annuitas in 2012, Needles was Chief Strategy Officer at LeftBrain DGA, a Silicon Valley-based demand generation agency. He has also held senior-level positions at Silverpop, an IBM company, as well as a tech market research firm The 451 Group.
“Annuitas delivers unique value in the marketplace,” said Needles. “In my new role, I’m excited to lead the next stage of growth for Annuitas and for its clients.”
During the eight years we’ve been publishing Demand Gen Report, I’ve encountered a lot of companies that mistakenly view the discipline of demand generation as a switch that they can simply turn on when sales fall short of projections.
Many of the speakers at this year’s B2B Content2Conversion Conference noted that the buyer’s journey doesn’t always follow the path that marketers intend.
Marketers rely on campaigns to move buyers through the funnel, but Ardath Albee, CEO of Marketing Interactions, stated they can sometimes hinder the journey. “Campaigns are a company construct, not your buyer’s agenda,” she said. (Coverage of her session here).
As the way B2B buyer's research their purchasing decisions continue to adapt and change, B2B marketers continue to manage and operate a content marketing strategy that is not set in stone. This ultimately creates a disconnect between their brand and the prospective buyer due to irrelevant or inferior content. That is why change management has grown popular among content marketers looking to formulate their content marketing strategies around their buyers.
Carlos Hidalgo, CEO of ANNUITAS, will be discussing these topics at the B2B Content2Conversion Conference & Demand Gen Summit, two coinciding events that will bring together more than 450 B2B marketing professionals to discuss the latest trends and strategies in content marketing and demand generation.
Earlier this year, SiriusDecisions reported that while more B2B organizations are adopting marketing automation, few of them are satisfied with the value they're getting. In fact, 85% of these organizations told SiriusDecisions that they don't believe they're using marketing automation to its fullest potential.
As a result, more of these enterprises are turning to partners that can help them make the strategic changes required to take full advantage of their marketing automation investments. Forward-looking demand generation consultants, in turn, are stepping up to the plate.
The Marketing Automation Institute (MAI), has announced a strategic partnership with the Sales Lead Management Association (SLMA), to offer MAI certification courses to SLMA members. The partnership is designed to provide “cross training” to sales leaders who are using marketing automation solutions.
“The certification courses MAI offers will be a great addition to SLMA’s curriculum,” said Carlos Hidalgo, Executive Director of the MAI. “Our goal of this partnership is to bring a focus on marketing automation to SLMA members to further their understanding of marketing automation and how it impacts sales.”
“As we all know marketing automation is just not that simple!” - Marketing Director Managing a Global Marketing Automation Implementation
Truer words have never been spoken. As organizations journey along the path of automation, they must think beyond just a simple software vendor selection. In order to have a successful marketing automation implementation, organizations need to also consider key strategies including:
Lead management has been a hot discussion in marketing circles during the early part of 2011. However, while the attention to the handling and care of leads is a welcome priority, there is still a lot of confusion as to a real definition and guidelines for lead management.
DemandGen Report had the opportunity to catch up with Carlos Hidalgo, CEO of The Annuitas Group, to talk more about how the company is applying its own Lead Management FrameworkSM successfully with clients across a number of different verticals. The Grand Rapids, MI-based consultancy recently expanded its staff by more than 50% and increased its client roster by 50%.
For BtoB marketers that are realizing the potential benefits of implementing a marketing automation system, rolling out and utilizing the technology can be an intimidating venture. Due to the complexity of automating marketing programs, there are various components to consider.
According to MarketingSherpa’s 2011 B2B Marketing Benchmark Report, 54% of CMOs have either begun or completed their implementation of marketing automation software, and another 17% intend to begin implementation. The report also found that 79% of CMOs have established some kind of automation process.
“Many companies rush to make an automation purchase before taking the time to define their internal requirements, such as what will they need from the automation solution,” said Carlos Hidalgo, President, The Annuitas Group. “It is best to approach the purchase of automation in a cross-functional manner that includes groups beyond marketing including sales, operations, customer service and finance as these decisions will have an impact on each of these functional areas.”